Arvind to expand bespoke clothing

Textile and apparel company Arvind will extend its retail brand Creyate to over 15 cities in the next one year. As of now Creyate has three stores in the country and these are in: Delhi, Ahmedabad and Bangalore. Creyate is a tailoring label. Customers can walk in, touch and feel the fabrics, pick designs and customize their outfits, primarily business suits, shirts and trousers, before ordering them online. The stores are equipped with desktops that allow consumers to mix and match colors, designs and silhouettes before finally placing the order.

Arvind seeks to tap the niche but growing market for customized tailoring in the country. The company is foraying into the e-commerce and omni-channel retail formats. Omni-channel retail refers to retailers integrating their brick and mortar stores to their websites. Consumers can order online and collect their wares at the store or have orders delivered at home. With Creyate, Arvind’s attempt is to make customization of outfits more mass market.

Arvind currently retails 30 brands in the country across 1,200 stores. It owns brands such as Flying Machine and Excalibur and has brought in brands such as Tommy Hilfiger and Gap into the country. It entered into e-commerce in August this year.